ALMA AI
Project showcase by Rok Premuž • November 2025
0 to 800
Customers in one year
0 to 1.5M ARR
In 6 months
3 to 38
Team size in the last year
Alma simplifies immigration for technologists, founders, researchers, and others at the top of their fields with our highly experienced immigration lawyers and a user-friendly platform. At the core of its business is an AI powered app that makes the immigration process faster.
It operates in 2 teams, the product team and the law/sales team. The product team works on the app and new features, insuring the legal team keeps a competitive advantage over other law firms.
At the time of my start with the company, there were several things which I identified as detrimental to the success of Alma, which can be suported by minimal to no revenue. Subsequently, the rapid rise in revenue had at least in part been influenced by the work I performed. Read more to understand excatly how and what was done during my time with the company.
Here's a quick breakdown, not in order:
→ No organized design process
→ No components, no color/font styles, resulting in issues with new features and updates to the current ones
→ Hundreds of UI frames, created with basic design elements but no components
→ Incredibly fast paced
→ High number of iterations due to lack of clarity, no clear process and obsession with speed
→ The implemented UI is different on every page - different header logic, navigation, margins, paddings and more
→ UI itself is on a very MVP level
→ Features added ad-hoc, without consideration to the app as an ecosystem
Overview of the work completed during my time:
→ Components, color/text styles. This was difficult to do due to an ever bigger need for speed of execution and adition of new features. Because of that I had to work on the components in my spare time and start including them in any new designs we created. After some time, the desings were all converted to components, and all new designs were being built with the components as well.
→ Created a base UI design templates with advanced components, which unified previously dissynchronized pages to a uniform look and feel.
→ Added 10+ important features that turned the app into a legal and competitive powerhouse.
Features I designed:
→ Invoicing & Billing
→ Case Assembly
→ Overview Dashboard
→ Detailed User Profile and Case Overview
→ Advanced Reporting
→ New Questionnaire
→ Multiple levels of AI integration
→ Document Editing and Review System
→ Integrations
→ Citations
Results:
→ Revenue started growing and reached a 100% growth rate month over month
→ Took us 6 months to reach first 500k in revenue, and only the next 3 to reach 1.5M
→ Signed major business clients as their immigration partner such as Verkada, and others
→ Made it to the top 50 AI Apps list
→ Team grew from 10 members to 35
Dashboard
The dashboard is one of the more important features as well as selling point of the app, which interestingly wasn't even on the company roadmap until I started work on it in my free time and presented the explorations I made. Since then, the dashboard has been a staple in all of the company pitch decks and helped sign multiple high ticket business clients.
Dashboard contains all the necessary information that the user needs to immediately start their day.
Case Overview / Profile
This was one the major updates to the app that we made. The current system of handling cases and clients was severly broken, providing zero information about the overall state of work and details for a specific person. That's why we undertook the challenge to change the functionality to serve more as a User Profile with all of the important information and statuses, and cases being just a subsection of the profile. It took several iterations until we finally landed on the exact views that we wanted.
Original
Original case overview paghe lacks important features and styling.
Innitial Style Update and Added Details
In the updated version I lifted the styling up a notch and added important case information to the page, as well as more details to the case steps.
Major Update to Profile - Interim
Here we're starting to move towards a more profile-like approach, where all the important beneficiary information is displayed on the overview page.
Major Update to Profile - Final
In the final iteration the overview page shows even more beneficiary information making it easier to start new cases. This also prepared the app for Integrations with the client's ATS and HRIS systems.
Cases receive their own tab. This makes it easier to scan and is also more scalable when it comes to a larger number of cases.
Profile is a way to pull together all of the information we have regarding the beneficiary, his family and any other data that could be relevant to the attorneys.
Documents tab serves as a central repository for all beneficiary and case related documents.
Integrations
Inegrations was the first major effort in expanding the settings tab. It allows companies to link the Alma app with their existing ATS and HRIS software, making any updates to employee/beneficiary information seamless across all platforms.
Employees are automatically linked with their respective entities in ATS or HRIS. This process can also be done manually.
When an employee is connected, it shown up on their profile page.
Thoughts about different types of updates.
Advanced Reports
One of the major features which was requeried by one of the major potential clients was the ability to not only see the cases as they're being worked on but also derive meaningful numbers, statistics and trends from them. THis was the pivotal moment that allowed us to sign this client. Reporting consisted of 3 major things. Reports, Dashboards, which were the meaningful accumulations of reports, and report builders, both manual and AI powered.
I created an innitial set of simple charts, to serve as a backbone for the reports.
Reports
Users have several options in creating reports, all easily accessible.
Users can select from several premade templates.
When creating a new report, users can choose what they wish to focus on. This then serves as a base.
Adding different data points to the report
Report Visualisation view takes the information from Data view and displays it in the form of charts
Dashboard
Dashboard is as collection of reports. Users can freely add or remove the reports from the dash.
AI Report Builder
AI gives the user recommendations based on the input.
Billing
One of the new features intruduced during my time was the Billing functionality. This was integrated with Stripe so the Attorneys, Clients and Account Managers could easily track expenses and services, pay for them and create custom invoiced for any ad-hoc work, which is common in this type of work.
Questionnaire
The original Questionnaire was long and very hard to navigate due to the nature of it - a lot of questions and a lot of different topics. I led the redesign and implementation of key new features for the questionnaire such as autocomplete and others.
The innitial version of the questionnaire was hard to navigate due to the lack of segmentation and intelligent styling.
Updated Questionnaire
Updated questionnaire ushered in a bunch of new improvements.
Citations
As part of my first ever task with the company, my job was to concept and design the citations feature.
Citations allow attorneys to quickly see where the information is pulled from and whether or not the source is reliable.
Case Assembly
Another of the functionalities that received a major overhaul was the case assembly. Not only was it reworked visually, but we also added advanced features.
Innitial version of case assebly lacked features and unified styling.
Updated Case Assembly
Users can create and edit exhibits, reorder them and place files whereever they wish, to create the best possible structure.
Auto-Place uses advenced AI to figure out the best file structure and exhibit name, taking basically all the work away from the attorneys.
Table Update
One of the major pain points of the app when I arrived was the lack of consistency in same types of pages throughout the app, more specifically the tables. This led to confusion and major problems on the developers side due to duplication of components in the code. For example, there were 4 different style components for the same type of a table cell. I introduced a single component and pushed the effort to unify the tables and table interactions across all pages.
Initially, the table lacked styling and clarity. Also notice the row options popover - not ok for an advanced app.
Updated Table
Updated tables feature unified styling across all of the app, filters, search and settings, as well as a multitude of other improvements.
Emails
The Alma app notifies users (attorneys and clients) about different kinds of updates via email. These were visually updated and unified for a more coherent look.
Emails now all follow the same styling.
Login & Onboarding
As part of the global UI rework and UI update, I also touched up the auxiliary screen such as the Login and Onboarding Screens to make sure the app looked good as a whole.
Design System & Components
There was no design system nor were there any components at the time I took over design.
None of this was created at the time I started. I created over a 100 components, and divided them into simple and compound - atoms and molecules.
Colours were also defined and colour styles created.
Same with font styles. The app initialy was a mess when it came to the number of font styles, because they weren't properly defined.
I also prepared a whole bunch of different usage and implementation rules to further unify everything.
Rules for inline editing.
Rules for commenting behaviour.
Open to interesting challenges and opportunities
Do you have a problem, and nobody else can help? Maybe you can hire me. I'm a seasoned product designer with experience in data analitcs, complex dashboards, mobile apps and design systems. While I prefer long-term projects, I can also help you evolve your idea to a product and secure you some funding with a polished MVP. Reach out to me and let's talk!
All rights reserved, Rok Premuz & Dezeenika d.o.o. 2025
